This week, I’m bringing you a special edition of AI Elixir. The Adobe Max 2024 Conference just wrapped up on Wednesday in Miami, and this entire issue will be dedicated to the most important GenAI announcements from the event .

Let’s get to it!

Photoshop Updates

Adobe Photoshop got some big updates, including the new Distraction Removal tool. This tool can automatically find and remove things you don't want in your photos, like tourists or power lines, making it easier to clean up pictures. Generative AI also plays a major role with Generative Fill and Generative Expand, which are now even better because of updates in Adobe Firefly's Image Model. These tools let users make realistic images with control over lighting, color, and other details. Generative Workspace in Photoshop Beta helps users come up with ideas faster by letting them work on multiple prompts at the same time without waiting for each one to finish. This makes the workflow much faster, which is really helpful for creatives who need to quickly come up with and test different ideas.

Premiere Pro and InDesign

For video editors, Premiere Pro introduced Generative Extend, using AI to add frames to video clips, helping editors create smoother cuts and transitions without manual adjustment. This update could be a game-changer for creatives who produce video content, making last-minute edits more efficient.

InDesign also saw the integration of generative AI, including Generative Expand and Text to Image, directly in the design layout. These features make it easier for creatives to enhance content layouts and create visual assets quickly, improving efficiency in producing marketing materials and other design projects.

Lightroom Advancements

Adobe Lightroom introduced Generative Remove, now generally available across the Adobe ecosystem, allowing users to easily remove distractions from photos. This helps creatives quickly refine visuals and ensure they meet project standards, streamlining the photo editing process.

Adobe Express

Adobe Express, the quick content creation tool, added new AI features for campaign creation, copy rewriting, and animations. This provides creatives and marketers with the ability to create diverse content from a single design, helping maintain brand consistency across platforms.

Adobe Firefly Video Model

And maybe the most exciting news…the Adobe Firefly also adds Generate Video (Beta), allowing users to create entirely new video clips using text prompts. This feature represents a significant leap forward in content creation, as it enables creatives and marketers to generate video content quickly without needing extensive video production skills or resources. By simply describing the scene or elements they want, users can produce high-quality video clips that can be used in promotional materials, social media, and other campaigns. This empowers teams to bridge gaps in content production, especially for b-roll footage or quick-turnaround projects, and helps streamline the entire video creation process. The integration of AI-generated video content also means that teams can experiment with more ideas at lower costs, fostering creativity without the usual constraints of video production timelines and budgets.

As an important note, Adobe’s Firefly video model seems to create videos that are more natural looking and higher quality than the current competition. It’s integration with the Firefly still image model and other Adobe tools make this a game changer for creators looking to expand their skillset.

Collectively, these enhancements help speed up content creation and improve the quality of marketing assets. Features like Generative Extend in Premiere Pro and Campaign Creation in Adobe Express enable quicker iteration and more refined content, which can lead to more effective campaigns and reduced production times.

Adobe's continued integration of commercially safe generative AI into their tools shows their commitment to enhancing creativity and productivity across industries AND protecting creators and their artistic property making it safer to move forward and test the waters in this exciting new AI enhanced world.

An Event to Check Out (Next Year)!

Thanks! See you next week.

A graphic designer by training, Dan’s career includes pivotal roles leading teams through every major advertising and marketing technology sea change of the last 30 years from the origins of interactive media and the world wide web to ecommerce, mobile, spatial computing and now artificial intelligence, Dan thrives on bringing new and never-been-done-before solutions to his clients.

Dan’s impressive client portfolio includes collaborations with industry giants and pioneers such as Apple, Barnes & Noble, Burton Snowboards, Ford Motor Company, Home Depot, Nike, P&G, Sherwin Williams, and Walmart.

Parallel Path is the proven guide for leading health and wellness brands who are ready to explore inventive and high-performing marketing strategies. We’re dedicated to working with brands who pursue wellbeing and defy conventions.